Most companies cannot answer the simple but critical question: Why should your customers do business with you? Often companies lack the clearly demonstrated value needed to compel possible customers to choose them as the vendor of choice. Instead, companies cling to the view that they must strive to deliver all aspects of value to every customer. The impossibility of this destines them to mediocre results at best.

The business best-seller, The Discipline of Market Leaders, outlines how to avoid this risk of under-performance. There are two critically interrelated strategic decisions which all companies must make in order to distinguish themselves in the marketplace.